Mallory sits down with Anthony Robinson, founder of The Devoted, a new marketing agency that brings an authentic, bold voice to higher education. Live from HighEdWeb, this conversation dives into the journey of building a Black-owned agency in a space where representation matters, Anthony’s fresh take on marketing, and the real-life impact of using AI tools to enhance client relationships. From groundbreaking projects to the role of generative AI, this episode is packed with insights into both the challenges and opportunities in today’s higher ed marketing landscape.

Key Takeaways

• The Devoted is one of the few Black-owned marketing agencies in higher education, focused on offering authentic messaging that reflects the diversity of student populations.
• Anthony Robinson emphasizes the importance of real, direct marketing and the role of partnerships built on transparency and mutual accountability.
• AI plays a key role in The Devoted’s operations, acting as a "second brain" to manage complex decision-making and streamline workflows.
• Authenticity is at the core of The Devoted's strategy—whether it's tackling societal issues like juvenile justice or working with educational institutions, the agency is committed to creating meaningful, real-world impact.

What Inspired the Launch of The Devoted?
Anthony Robinson reflects on his 15-year journey in higher education, which culminated in the creation of The Devoted, a Black-owned marketing agency. Anthony notes a glaring gap in higher ed marketing—there were no Black-owned agencies that truly represented the diversity of the students universities aim to recruit. His agency was built to fill this need, offering schools teams that reflect their student demographics both generationally and racially. Over the past year, The Devoted has already secured impactful partnerships, and Robinson is proud to bring his expertise and vision to the forefront of higher ed marketing.

How Is The Devoted Marketing Approach Different?
The conversation takes a deep dive into The Devoted’s marketing philosophy. Robinson explains that while traditional higher ed agencies rely on conventional tactics, his agency focuses on authenticity and transparency. He speaks openly about being unafraid to say what needs to be said in the client relationship—even when it’s uncomfortable. This level of honesty, he argues, builds stronger, more accountable partnerships. He stresses that this approach isn’t just a marketing gimmick—it's rooted in The Devoted’s core values and is reflected in everything from their content to their client engagements.

What Role Does AI Play in Their Operations?
AI is a crucial part of The Devoted's success. Robinson describes their use of AI tools like Gemini, Notion, and Read AI as a "second brain" for the team. These tools help manage client conversations, track decisions, and even highlight opportunities that might otherwise go unnoticed. By enhancing internal workflows and streamlining decision-making processes, AI allows The Devoted to offer more value to their clients while freeing up time for creative, strategic work. Robinson is careful to note that the goal is not to replace human roles, but to support them in ways that make work more efficient and meaningful.

What’s a Recent Project That Embodies The Devoted’s Mission?
One of the agency's recent projects, the Youth Sentencing and Reentry Project (YSRP), exemplifies its commitment to making a tangible impact. The YSRP works to end the practice of charging juveniles as adults, particularly in Pennsylvania, where 25% of all U.S. juveniles sentenced as adults come from. For the YSRP’s 10-year anniversary, The Devoted helped rebrand the organization, creating a new website and marketing strategy. This project aligns with Robinson’s goal of telling real stories, advocating for change, and making a lasting difference in communities.

Ready for More?
This episode scratches the surface of The Devoted’s powerful work in the higher ed marketing space. To dive deeper into Anthony Robinson's fresh approach to authentic marketing, AI implementation, and impactful partnerships, tune into the full episode of The Higher Ed Pulse.

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Connect With Our Host:
Mallory Willsea 
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

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